Lay`s - Super Brands

MARKET
Sometimes brands become more than simply the
sum of their parts. Truly iconic brands have a magic
about them that creates a special atmosphere for
their consumers. Lay’s is just such a brand.
For more than three quarters of a century Lay’s
have enjoyed making the best snacks on earth,
starting with simple, farm-grown ingredients and
creating special snacks that people just love to eat.
Despite having created these snacks for such a long
time, Lay’s has not simply sat back and rested on its
reputation, it still continues to innovate and improve
its products.
Lay’s arrived in Thailand in 1995 to cater for a
salty snack market that currently is sized at over 29
million Baht a year. In Thailand’s salty snack segment,
potato chips account for 30% and Lay’s has been
the dominant player in the market for over a
decade.
Lay’s potato chips are the world’s best selling chip
and the base design is the same world over. Lay’s
uses both a proprietary potato and proprietary
technology in every country, but flavours and
flavouring systems are tailored to local market
needs.
In addition Lay’s is the “High Quality Real Potato”
chip and has become a leader in the snack market.
Lay’s is made from the finest natural ingredients
and each Lay’s chip is
made from a
100% natural
potato cultivated
at the world’s
34
leading potato farms in the Northern and Northeastern provinces of Thailand. Lay’s potato chips are
carefully handled and closely inspected throughout
the entire production process so consumers can be
sure that Lay’s is made of “high-quality real potato”
and is the ideal snack for everybody.
ACHIEVEMENTS
Lay’s has been the clear-cut market leader in the
salty snack segment and potato chip market for
almost twenty years and is recognised
as being one of the most innovative
manufacturers in the business. Lay’s
Nori flavoured version is an example
of this innovative approach to the
business and has become the number
one variant in the salty snack segment.
Research shows that Lay’s affinity score
(which measures how much consumers
really like the brand) is the highest in the
salty snack segment.
HISTORY
In 1932 salesman Herman W Lay
opened a snack food operation in
Nashville, Tennessee and, in 1938, he
purchased the Atlanta, Georgia potato
chip manufacturer “Barrett Food Company,”
renaming it “HW Lay & Company.” Lay criss-crossed
the southern United States selling the product from
the trunk of his car. In 1942 Lay introduced the first
continuous potato processor, resulting in the first
large-scale production of the product.
The business shortened
its name to “the Lay’s
Company” in 1944 and
became the first snack
food manufacturer to purchase
television commercials, with Bert Lahr as a celebrity
spokesman. His signature line, “so crisp you can hear
the freshness,” became the chips’ first slogan along
with “de-Lay-sious!” As the popular commercials
aired during the 1950s, Lay’s went national in
its marketing and was soon supplying product
throughout the United States.
In 1961 the Frito Company, founded by Elmer
Doolin, and Lay’s merged to form Frito-Lay Inc, a
snack food giant with combined sales of over $127
million annually, the largest of any manufacturer.
Shortly thereafter, Lay’s introduced its
best-known slogan “betcha you can’t
eat just one.” Sales of the chips became
international, with marketing assisted by
a number of celebrity endorsers.
In 1965, Frito-Lay merged with the
Pepsi Cola Company to form Pepsico,
Inc. and a barbecue version of the chips
appeared on grocery shelves. A new
formulation of chip was introduced in
1991 that was crisper and kept fresher
longer. Shortly thereafter, the company
introduced the “Wavy Lay’s” products to
grocer shelves. In the mid to late 1990s,
Lay’s modified its barbecue chips formula
and rebranded it as “K.C. Masterpiece,”
named after a popular sauce,
and introduced a lower calorie
baked version and a variety that was
completely fat-free Lay’s WOW chips containing
the fat substitute olestra.
In the 2000s, kettle cooked brands appeared
as did a processed version called Lay’s Stax that
was intended to compete with Pringles, and the
company began introducing a variety of additional
flavour variations.
Lay’s first entered the Thai market in 1995 and
very quickly built a great reputation becoming
known in the country as the “King of Snacks” after
bringing in new technology that made delicious
“gold standard” potato chips.
PRODUCT
In Thailand Lay’s portfolio of
products can be divided into
two distinct sectors - natural and fabricated potato
chips.
The Natural segment of potato chips is divided
into three cuts. Firstly there is the original Flat cut
version which is currently produced in various
flavours including Original, Nori
seaweed, Sour cream and
onion, and
Mieng Kam.
Secondly, Lay’s
also produces a
Ridge cut version in
the following flavours Original, extra BBQ, Hot
chili squid, sweet basil,
and Butter Scallop.
Thirdly, Latest launched
cut from Lay’s is “Deep
Ridged cut” under the
name “Lay’s MAXX” which
just been introduced to Thai
consumers in January’ 2014
in the following flavours –
American Spareribs, Spicy
Seafood, and Spicy Cheese.
Lay’s Stax, the Fabricated
version of potato
chips is available in Original,
Spicy lobster, Sour cream and onion, Extra Cheese,
and Hot chili squid flavours.
with Rice Bran Oil offers healthier alternative along
with same great taste you have always enjoyed.
This move underlines PepsiCo’s human
sustainability initiatives focused on helping people
live healthier lives by offering consumers a portfolio
of healthy yet enjoyable foods and beverages.
BRAND VALUES
Lay’s Brand mission is to give consumers everyday
simple happiness. Just having Lay’s will help enlighten
your moment with the great taste of Lay’s just like
Lay’s tagline, “You can’t help loving Lay’s”. The brand
is perceived to be the most popular snack brand in
consumers eyes mainly due to the following factors:
Lay’s is perceived to be a very delicious snack
compared to others.
Lay’s has always become a trendsetter and
innovation leader in various aspects, covering
product platform, flavours offered, marketing
campaigns, consumer-engagement activities, and
the brand ambassadors. Moreover most Lay’s
advertisements are popular and well liked.
www.facebook.com/laysthailand
Consumers Care
In keeping with global’s health trend, Lay’s is
the pioneer of Thailand’s snack industry in using
rice bran oil for making its potato chips across all
product variants namely “Lay’s” natural potato chip,
“Lay’s MAXX” deep ridge potato chip and “Lay’s
Stax” fabricated potato chip. Rice bran oil is rich
in many natural antioxidants such as Oryzanol,
Phytosterol, and also Vitamin E and contains
less 50% less saturated fat
comparing to palm oil. Lay’s
Things you didn’t know about
Lay’s
Lay’s has worked with ten superstars as brand
ambassador since its inception in Thailand - Marsha
Vadhanapanich, Thongchai Mcintyre, Ray McDonald,
Pattiparn Pattaweegarn, Kathaleeya Mcintosh,
Paula Taylor, Peter Corp Dyrendal, Chin Chinawut,
Nadech Kugimiya, and Urassaya Sperbund.
l The first celebrity used in Lay’s advertising
campaign was Marsha Vadhanapanich.
l Lay’s in Thailand is the same brand as Walkers in
UK, Smith’s in Australia or Chipsy in Egypt.
l Since its’ inception in Thailand, Lay’s has closely
and continuously worked with Thai potato growers,
to transfer new knowledge and innovation in
farming practices to them, and supply them with
quality seed potatoes, with the ultimate aim of
increasing farm productivity and improving crop
yields. Each year, Lay’s has supported over 6,000
local farmers across over 27,000 rai of land in the
Northern and Northeastern provinces of Thailand
to develop quality potatoes.
l